Green Meal? The role of situational contexts for real-time vegetarian Meal choices

This study addresses the urgent need to decrease meat consumption by untangling in which situations urban citizens opt for vegetarian meals over meals that include meat. To do so, this study applies ecological momentary assessment (EMA) over three subsequent weeks with a sample of 82 participants and 1449 daily meal choices. Results indicate a significant association between individuals’ vegetarian meal choices and factors such as meal type, meal location, and presence of others – for instance, vegetarian meals are more likely to be eaten at breakfast, when people are at home, or when they are alone. Furthermore, individuals are much more likely to eat vegetarian when others in their company also eat a vegetarian meal. Beyond these physical and social contexts, the study finds that the likelihood of eating vegetarian decreases when people are happy, and increases when people are more relaxed in the meal situation. Based on these findings, the study offers practical recommendations for interventions targeting situations highly associated with meat consumption and calls for future research on causal evidence.